Candid Commerce | The Comfy

The Comfy

Customer Journey Review:

Signup Forms:

• Popups require SMS, forces people to leave the website to grab the code

• No data collected

• Popup only shows once

Product Pages:

• No video to explain why the product was made (from the founder or otherwise)

• No FAQs

Improvements:

• Collect SMS post-purchase when their number is already on file!

• Put the code on the thank you page instead of making people click off the website

• Ask 3-4 questions (qualitative data) about why they are signing up

• Show a secondary popup that has unique triggers to fire on product pages after about 45 seconds if they X out the home page form

• Use an FAQ section to answer common questions or objections directly on the product page instead of making people open several pages to search for info about returns/exchanges/shipping

Go-to-Market Strategy:

What are the products, why do they matter, why should people care:

• Oversized hoodie / Wearable blanket

• They matter insofar as comfort while lounging around the house

Market Dynamics: What is the market for/the main reasons people buy these products?

• Comfort around the house

• Staying warm at home without having to layer, wear coats, or bury yourself under a stack of blankets

• Mobile comfort

Consumer Behaviors: How do people typically experience these products for the 1st time?

• Social media

• Seeing friends and family wearing it (word of mouth)

• Blogs or videos about seasonal styles

Aligning Market Dynamics & Consumer Behaviors with Market Inroads (AKA, “of the ways people experience new products, which can you list build into?”):

• Build a list of people who make content about fashion and seasonal styles and pitch a co-marketing campaign featuring a giveaway to their engaged audience

• Content creators who talk about ‘work from home’ essentials